1、考研英语（阅读）模拟试卷 385 及答案与解析Part ADirections: Read the following four texts. Answer the questions below each text by choosing A, B, C or D. (40 points)0 An old saying has it that half of all advertising budgets are wastedthe trouble is, no one knows which half. In the internet age, at least in theory, th
2、is fraction can be much reduced. By watching what people search for, click on and say online, companies can aim “behavioral“ ads at those most likely to buy.In the past couple of weeks a quarrel has illustrated the value to advertisers of such fin e-grained information: should advertisers assume tha
3、t people are happy to be tracked and sent behavioral ads? Or should they have explicit permission?In December 2010 Americas Federal Trade Commission (FTC) proposed adding a “do not track“(DNT) option to internet browsers, so that users could tell advertisers that they did not want to be followed. Mi
4、crosofts Internet Explorer and Apples Safari both offer DNT; Googles Chrome is due to do so this year. In February the FTC and Digital Advertising Alliance (DAA) agreed that the industry would get cracking on responding to DNT requests.On May 31st Microsoft set off the row: It said that Internet Exp
5、lorer 10, the version due to appear in Windows 8, would have DNT as a default.Advertisers are horrified. Human nature being what it is, most people stick with default settings. Few switch DNT on now, but if tracking is off it will stay off. Bob Liodice, the chief executive of the Association of Nati
6、onal Advertisers, one of the groups in the DAA, says consumers will be worse off if the industry cannot collect information about their preferences. “People will not get fewer ads,“ he says. “Theyll get less meaningful, less targeted ads.“It is not yet clear how advertisers will respond. Getting a D
7、NT signal does not oblige anyone to stop tracking, although some companies have promised to do so. Unable to tell whether someone really objects to behavioral ads or whether they are sticking with Microsofts default, some may ignore a DNT signal and press on anyway.Also unclear is why Microsoft has
8、gone it alone. After all, it has an ad business too, which it says will comply with DNT requests, though it is still working out how. If it is trying to upset Google, which relies almost wholly on advertising, it has chosen an indirect method: there is no guarantee that DNT by default will become th
9、e norm. DNT does not seem an obviously huge selling point for Windows 8though the firm has compared some of its other products favorably with Googles on that count before. Brendon Lynch, Microsofts chief privacy officer, blogged: “we believe consumers should have more control.“ Could it really be th
10、at simple?1 It is suggested in Paragraph 1 that “behavioral“ ads help advertisers to（A）ease competition among themselves.（B） lower their operational costs.（C） avoid complaints from consumers.（D）provide better online services.2 “The industry“ (Para. 3) refers to（A）online advertisers.（B） e-commerce co
11、nductors.（C） digital information analysis.（D）internet browser developers.3 Bob Liodice holds that setting DNT as a default（A）many cut the number of junk ads.（B） fails to affect the ad industry.（C） will not benefit consumers.（D）goes against human nature.4 Which of the following is true according to P
12、aragraph 6?（A）DNT may not serve its intended purpose.（B） Advertisers are willing to implement DNT.（C） DNT is losing its popularity among consumers.（D）Advertisers are obliged to offer behavioral ads.5 The authors attitude towards what Brendon Lynch said in his blog is one of（A）indulgence.（B） understa
13、nding.（C） appreciation.（D）skepticism.5 Bankers have been blaming themselves for their troubles in public. Behind the scenes, they have been taking aim at someone else: the accounting standard-setters. Their rules, moan the banks, have forced them to report enormous losses, and its just not fair. The
14、se rules say they must value some assets at the price a third party would pay, not the price managers and regulators would like them to fetch.Unfortunately, banks lobbying now seems to be working. The details may be unknowable, but the independence of standard-setters, essential to the proper functi
15、oning of capital markets, is being compromised. And, unless banks carry toxic assets at prices that attract buyers, reviving the banking system will be difficult.After a bruising encounter with Congress, Americas Financial Accounting Standards Board (FASB) rushed through rule changes. These gave ban
16、ks more freedom to use models to value illiquid assets and more flexibility in recognizing losses on long-term assets in their income statement. Bob Herz, the FASBs chairman, cried out against those who “question our motives.“ Yet bank shares rose and the changes enhance what one lobby group politel
17、y calls “the use of judgment by management.“European ministers instantly demanded that the International Accounting Standards Board (IASB) do likewise. The IASB says it does not want to act without overall planning, but the pressure to fold when it completes its reconstruction of rules later this ye
18、ar is strong. Charlie McCreevy, a European commissioner, warned the IASB that it did “not live in a political vacuum“ but “in the real world“ and that Europe could yet develop different rules.It was banks that were on the wrong planet, with accounts that vastly overvalued assets. Today they argue th
19、at market prices overstate losses, because they largely reflect the temporary illiquidity of markets, not the likely extent of bad debts. The truth will not be known for years. But banks shares trade below their book value, suggesting that investors are skeptical. And dead markets partly reflect the
20、 paralysis of banks which will not sell assets for fear of booking losses, yet are reluctant to buy all those supposed bargains.To get the system working again, losses must be recognized and dealt with. Americas new plan to buy up toxic assets will not work unless banks mark assets to levels which b
21、uyers find attractive. Successful markets require independent and even combative standard-setters. The FASB and IASB have been exactly that, cleaning up rules on stock options and pensions, for example, against hostility from special interests. But by giving in to critics now they are inviting press
22、ure to make more concessions.6 Bankers complained that they were forced to（A）follow unfavorable asset evaluation rules.（B） collect payments from third parties.（C） cooperate with the price managers.（D）reevaluate some of their assets.7 According to the author, the rule changes of the FASB may result i
23、n（A）the diminishing role of management.（B） the revival of the banking system.（C） the banks long-term asset losses.（D）the weakening of its independence.8 According to Paragraph 4, McCreevy objects to the IASB s attempt to（A）keep away from political influences.（B） evade the pressure from their peers.（
24、C） act on their own in rule-setting.（D）take gradual measures in reform.9 The author thinks the banks were “on the wrong planet“ in that they（A）misinterpreted market price indicators.（B） exaggerated the real value of their assets.（C） neglected the likely existence of bad debts.（D）denied booking losse
25、s in their sale of assets.10 The authors attitude towards standard-setters is one of（A）satisfaction.（B） skepticism.（C） objectiveness.（D）sympathy.10 Next month Britons will have yet more smartphones to choose from, when devices from Wiko, a two-year-old French company, go on sale. Wiko hopes that its
26、 phones, which in France start at around 70 Euros, will be as popular across Britain as at home. In 2013 nearly 7% of French first-time smartphone-buyers chose a Wiko. In early 2014 the firm claims to have been the second-biggest vendor in France.Wiko is not alone. In both rich countries and poor on
27、es, cheaper smartphone brands are making inroads. Demand for costly phones, mainly in developed economies, is slowing, but that for less expensive devices is booming. People who will buy their first smartphones today perhaps care less about the brand and more about price than the richer, keener type
28、s of a few years ago. They are likely to pay less for a nice new smartphone than they did for their shabby old phone, because the cost of making smartphones has decreased.The declining cost of making phones means that buyers are getting more for their money. Two years ago the median price of a smart
29、phone was $325. Last year it was $250. This year it may be $200. The cheapest phones will become cheaper still.All this is great for smartphone-buyers everywhere. It is less good news for the market leaders, Apple and Samsungthe only vendors making much money. Apple may evade being influenced by its
30、 operating system and apparently exceptional brand, although it has lately been selling cheaper i Phones. Samsung, which dominates the market for phones running on Google s Android operating system, may be more vulnerable.Granted, Samsung makes cheaper devices as well as dearer ones, and it can affo
31、rd some slimming of its margins. But its problem, Mr. Jeronimo, a researcher from Internet Data Center, says, is that it carries lots of costs, in research and development and in marketing, that cheaper rivals do not.Samsung is doubtless wise to this. Hence its attempt to push beyond the smartphone,
32、 into smart watches and wristbands, connected domestic appliances and the business market. The weather of Mobile-phone brands is variable: ask Ericsson, HTC, Motorola and Nokiathe previous successful brands. Samsung has spent buckets of gold building its name. It will not want to be replaced by the
33、Wikos of the world.11 From the first paragraph, we learn that（A）Wiko has dominated the smartphone market in Britain.（B） Wiko produces low-end smartphones.（C） Wiko plans to cooperate with local smartphone manufactures in Britain.（D）Britons show their passion for Wiko.12 What does the phrase “making i
34、nroads“ (Para. 2) probably mean?（A）Declining.（B） Facing challenges.（C） Flourishing.（D）Going bankruptcy.13 What makes Apple avoid being affected by cheaper smartphones?（A）Apple has developed more cheaper smartphones than other brands.（B） American government will take measures to finance Apple.（C） Con
35、sumers love Apple more than any other smartphone brands.（D）Apple owns the sole operation system and reputable brand.14 Facing cheaper brands, Samsung feels worried because it（A）has lost its market share of cheaper smartphones.（B） has no cheaper smartphones.（C） has to invest more in research and mark
36、eting.（D）has to cooperate with other brands to develop cheaper smartphones.15 What can we infer from the last paragraph?（A）HTC, Motorola and Nokia have made a great success in cheaper smartphones.（B） Samsung will take measures to meet the challenge from cheaper brands.（C） Samsung has mainly turned t
37、o smart watches and wristbands.（D）Cheaper smartphones will soon lose the present successful market.15 Ruth Simmons joined Goldman Sachss board as an outside director in January 2000; a year later she became president of Brown University. For the rest of the decade she apparently managed both roles w
38、ithout attracting much criticism. But by the end of 2009 Ms. Simmons was under fire for having sat on Goldmans compensation committee; how could she have let those enormous bonus payouts pass unremarked? By February the next year Ms. Simmons had left the board. The position was just taking up too mu
39、ch time, she said.Outside directors are supposed to serve as helpful, yet less biased, advisers on a firms board. Having made their wealth and their reputations elsewhere, they presumably have enough independence to disagree with the chief executives proposals. If the sky, and the share price, is fa
40、lling, outside directors should be able to give advice based on having weathered their own crises.The researchers from Ohio University used a database that covered more than 10,000 firms and more than 64,000 different directors between 1989 and 2004. Then they simply checked which directors stayed f
41、rom one proxy statement to the next. The most likely reason for departing a board was age, so the researchers concentrated on those “surprise“ disappearances by directors under the age of 70. They found that after a surprise departure, the probability that the company will subsequently have to resta
42、te earnings increases by nearly 20%. The likelihood of being named in a federal class-action lawsuit also increases, and the stock is likely to perform worse. The effect tended to be larger for larger firms. Although a correlation between them leaving and subsequent bad performance at the firm is su
43、ggestive, it does not mean that such directors are always jumping off a sinking ship. Often they “trade up“, leaving riskier, smaller firms for larger and more stable firms.But the researchers believe that outside directors have an easier time of avoiding a blow to their reputations if they leave a
44、firm before bad news breaks, even if a review of history shows they were on the board at the time any wrongdoing occurred. Firms who want to keep their outside directors through tough times may have to create incentives. Otherwise outside directors will follow the example of Ms. Simmons, once again
45、very popular on campus.16 According to Paragraph 1, Ms. Simmons was criticized for（A）gaining excessive profits.（B） failing to fulfill her duty.（C） refusing to make compromises.（D）leaving the board in tough times.17 We learn from Paragraph 2 that outside directors are supposed to be（A）generous invest
46、ors.（B） unbiased executives.（C） share price forecasters.（D）independent advisers.18 According to the researchers from Ohio University, after an outside directors surprise departure, the firm is likely to（A）become more stable.（B） report increased earnings.（C） do less well in the stock market.（D）perfor
47、m worse in lawsuits.19 It can be inferred from the last paragraph that outside directors（A）may stay for the attractive offers from the firm.（B） have often had records of wrongdoings in the firm.（C） are accustomed to stress-free work in the firm.（D）will decline incentives from the firm. 20 The author
48、s attitude toward the role of outside directors is（A）permissive.（B） positive.（C） scornful.（D）critical.考研英语（阅读）模拟试卷 385 答案与解析Part ADirections: Read the following four texts. Answer the questions below each text by choosing A, B, C or D. (40 points)【知识模块】 阅读理解1 【正确答案】 B【试题解析】 推断题。根据题干定位到第一段。此段大意为，在互联网
49、时代，有一半的广告预算可以大大缩减，因为企业可以通过观察人们的搜索、点击内容等，使得广告更有针对性，从而降低预算成本，即 B 项“降低运作成本”为正确答案。A 项“减轻广告商之间的竞争”、C 项“避免消费者的抱怨”、D 项“提供更好的网上服务”，原文均未提及。【知识模块】 阅读理解2 【正确答案】 D【试题解析】 含义题。the industry 在第三段，指代前面出现过的内容，而前面提到的 Microsoft Internet Explorer、Apples Safair 和 Googles Chrome 都是 D 项中的“internet browser developers( 浏览器开发商)”。A 项“网上广告商”、B 项“电子商务主导者”、C 项“数字信息分析”，均与原文不符。【知识模块】 阅读理解3 【正确答案】 C【试题解析】 细节题。根据关键词 Bob Liodice、setting DNT as a default 可以定位到第五段。文章最后提到：如果浏览器开发商不能搜集用户的喜好信息，消费者的境况只会更糟。人们收到的广告并不会减少，少的是那些有意义、有针对性的广告。也就是说，消费者并不会因此受益，因此选 C 项。A 项“大大减少垃圾广告”与原文表述相反。B 项“不会影响广告行业”原文未提
